Sleeping as an experience: one supplier for the entire process

Long-term partner thanks to customised box springs and sustainability thinking

"Hotels need a party that goes beyond just delivering," says Joost Geubels, commercial manager of Brouwers Bedding. That insight came during already the first collaboration with Fletcher Hotels. The company decided to change tack and focus entirely on hotels, resorts and B&Bs. With twenty employees, its own transport service and modern premises, Brouwers Bedding takes care of the entire process: from design to installation and aftercare.

The customer base ranges from chains, such as Van der Valk, Best Western, Fletcher, Corendon, GR8 hotels, Amrath Group and Easy Hotels, to Huis ter Duin, or boutique hotels like De Leijhof and Badhotel Domburg. "With more than 25 years of experience, we know exactly what type of hotel needs," Geubels said. The range is divided into three comfort levels: good (without topper), better (with topper, not upholstered) and best (fully upholstered). "Large chains mainly demand uniformity and longevity, but we also specialise in customisation, such as special fabrics or headboards up to the ceiling. Also special are our micropockettoppers, which offer superlative luxury in suites."

A key advantage of working with one specialised supplier is speed. "A hotel that suddenly needs to replace a bed can call immediately. We then look for a quick solution, preferably so they can sleep again the same night," Geubels says. Deliveries can be phased so that guests don't notice anything. The in-house assembly team provides correct fitting, including legs, and maintenance advice. "Flipping mattresses is and will always be important for the life of the bed, so we provide this instruction, among others," he says.

Sustainable design and circular chain

According to Geubels, the hotel industry is looking more explicitly at sustainability, design and experience in 2025. "In terms of design, we see that airy models with higher legs are popular, they give hotel rooms a spacious look. The hotelier is also more critical and wants to know where the bed comes from, whether the material is responsible and how long it will last." Brouwers Bedding responds to this with box springs in every conceivable size, fabrics made from recycled PET bottles (which on average save 50 per cent CO2, 70 per cent water and 70 per cent energy) and mattresses and toppers with Oeko-Tex certification.

Old mattresses are recycled into raw materials for sports fields and insulation material, among others. Beds in good condition are given a second life, for example through donation to Ukraine. "If necessary, we can take the old beds with us. For the hotel, that is one less worry, for us an opportunity to contribute to a circular chain," says Geubels. Hotels also find this helps them achieve sustainability labels, such as Booking.com's Sustainable Travel Badge.

Focus on long-term cooperation

Besides large chains, Brouwers Bedding works a lot on customised projects at home and abroad, such as Van der Valk in Paris and Fletcher in Germany. Hotels can view materials, fabrics and set-ups in the showroom in Tilburg. Private guests who have slept in a hotel bed can now also order the bed themselves via a QR code on the hotel room or via the fan shops of hotel chains.

With stock management, short delivery times and the capacity to deliver 500 beds a week, Brouwers Bedding is building long-term relationships in the industry. "We call ourselves market leaders because we specialise not only in beds, but in everything around them: from the first sketch to aftercare. Long-term cooperation-
operation, that's what it's all about."